“Shrink it and pink it.” For years this was the norm for women’s golf accessories and equipment. Take the men’s styles, shrink them to women’s sizes and add a traditional feminine color. This needed to stop. Women golfers need the opportunity to show who they are as athletes. They need equipment, apparel and accessories that would help them to play better and have some self-expression while doing it. On the accessories side the best way to do this was to create products designed specifically for women. This meant studying how women play, seeking consumer feedback on color, graphics and materials, and most importantly giving them a variety of styles to choose from. The resulting accessories are suited for any athlete who wants to hit the greens, make a statement and play her best.